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Marketing Intelligence in Marketing Cloud Next
Configure a Funnel-Based Attribution

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Configure a Funnel-Based Attribution

Configure funnel-based attribution to distribute conversion credit across funnel stage transitions and track how prospects progress through the buyer journey.

Required Editions

Available in: Enterprise, Performance, Unlimited, and Developer Editions.
User Permissions Needed
To configure funnel-based attribution Marketing Intelligence Admin
  1. In Marketing Intelligence, from the Data Management tab, click Funnel-Based Attribution.
  2. Click New Attribution.
  3. Select the data space, name your attribution, add a description, and then click Next.
  4. Set the lookback window.
    The lookback window defines how far back to consider stage transitions before a conversion.
  5. Set the Identity Resolution Rule.
    The identity resolution rule defines how customer interactions across devices or channels are linked to a single identity.
  6. Select the attribution models.
    Select one or more models, such as First Touch or Last Touch. Each model distributes credit differently. For more information, see Attribution in Marketing Intelligence.
  7. Click Save.
  8. Add funnel stages.
    Note
    Note You can edit or add stages at any time while the attribution is in draft status. After you click Deploy, you can no longer edit or add.
    1. Click Add Stage and define up to 4 stages.
      For example, Email Send → Click → Add to Cart → Order Placed.
    2. Drag stages to reorder as needed.
  9. Add a signal to each stage. Each signal must contain only these fields.

    • CampaignName

    • Channel

    • Count—A metric field that quantifies the engagement signal. Select a unique count field for each stage.

    1. In a stage, search and select the signal you want to add.
    2. Repeat this step for each funnel stage.
  10. Add the conversion metric. Select only one metric. If you don’t select a metric, the stage uses a count-based metric by default.
    1. Click + Change Metric.
    2. Search and select the metric.
    3. Click Save.
  11. Review the configuration. Confirm that each signal meets the field requirements and uses a unique stage metric.
  12. Click Deploy.
    When deployment is complete, go to the Marketing Analytics tab to view attribution insights and analyze funnel performance.
 
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